These days, it seems as if the marketing strategies that have most retailers and marketers captivated are those that are relatively new and sexy. Tactics such as, influencer-led campaigns, programmatic advertising, video content and the like drive much of the conversations in today’s marketing circles.
However, this focus on the contemporary neglects the tried and true. As a result, many have forgotten (at least temporarily) the importance of blogging for SEO success.
Is blogging new?
Is blogging sexy?
Is blogging effective at?
As far as the importance of blogging for SEO is concerned, this form of content is, in many ways, the backbone of search. Blogs serve as a means to drive website traffic, educate consumers, build trust and authority, promote products and services to and so much more.
However, there is a significant caveat to the advantages and importance of blogging for SEO gains.
Merchants cannot be lazy and whip out blogs for the sake of posting content.
Instead, the goal is to continually publish pieces that add value to a consumer’s life by putting forth informative, well-written, comprehensive blogs that have the reader’s betterment and engagement at their core.
While there are plenty of pieces on, that is not the purpose of this article.
Today, we will be covering the importance of blogging for SEO and how it serves to boost website rankings, thereby generating more awareness, traffic, and sales.
On that note, let’s get started.
The Importance of Blogging for SEO: 12 Ways Blogs Boost Rankings
Before diving into the details of how blogging benefits SEO performance, it is crucial to understand that.
Therefore, if retailers don’t see immediate gains from their blogging efforts, it is vital that they stick with their content production efforts.
Blogging and SEO are not the quick-win types of strategies. Instead, they are strategies that generate abiding results, thus making them worth the wait.
That said, some of the ways in which blogs enhance SEO performance include:
1. Blogging Keeps Websites Fresh
If a user lands on a site that has content that hasn’t been updated in years, there is a good chance that the site will immediately lose credibility to that person and they will bounce.
Moreover, Google doesn’t want to answer user searches with outdated information. This is precisely why content freshness is one of those.
However, it is worth noting that freshness is query-dependent and less applicable when it comes to.
That said, frequently publishing new pieces brings Google spiders back to a site on a regular basis to crawl and index new information.
Since merchants aren’t likely to update their homepages often, the importance of blogging for SEO performance is on clear display when it comes to keeping websites fresh.
2. Blogging Generates More Site Traffic
Posting frequently and consistently not only helps to bring Google bots back to a retailer’s site, but it will help to increase eCommerce traffic as well.
Generally speaking, more traffic tends to result in more leads for merchants, no matter if the brand is B2B or B2C.
The more traffic a site receives, the more likely Google is to take note and consider promoting certain pages in the SERPs (that is, assuming that visitors are not bouncing).
Moreover, given that content can be a fantastic vehicle for driving sales, those who convert after reading a blog also send positive signals to Google.
The bottom line here is that blogging is one of the best ways to drive eCommerce traffic and cultivate visibility in the SERPs.
3. Blogs Keep Visitors on Sites for Longer
Google’s number one priority is providing searchers with the destination, product, or information that they are looking for so that the person is inclined to use Google again instead of competing search engines.
If a searcher clicks on an organic link, finds the information unhelpful, and returns to the SERPs, this sends Google signals that the page isn’t as useful as the engine’s algorithm thought. Alternatively, if a person clicks a link and stays on the site for a while, potentially visiting other internal pages during that visit, this tells Google that the site is beneficial.
The time between the moment a user clicks a SERP link and returns to the Google results page is known as.
While Google has not come out and directly stated that dwell time is a ranking factor, most consider it to be an unconfirmed ranking signal, as Google has alluded to its inclusion several times in the past.
Where dwell time is concerned, the importance of blogging for SEO becomes clear once again as blogs can serve as a fantastic tool for keeping consumers on a site longer, thus sending positive signals to Google.
4. Blogging Targets Long-Tail Keywords
While Google has been growing increasingly sophisticated in the realm of natural language processing with recent algorithm updates like BERT, keywords still play a critical role in SEO performance.
However, targeting short-head keywords like “shoes” or “headphones” is rarely a successful strategy given the amount of competition these keywords receive. Therefore, is likely to be a more fruitful course of action.
That said, blogs provide the perfect platform for integrating long-tail keywords. Moreover, given that are made using long-tail keywords, this gives merchants a massive opportunity to pull consumers onto their site and educate them using blog content.
However, it is vital that merchants take the time to if they want it to surface for long-tail queries.
5. Blogs Provide an Opportunity for Internal Linking
So much of SEO revolves around links.
Naturally, internal links are the easiest ones for merchants to garner, thereby helping to spread authority to other pages within a site. When it comes to, creating content clusters is a great strategy.
For those who are unaware, content clusters are a strategy wherein sellers create a variety of topically connected blogs (thereby producing a cluster) and link them together.
The end product is a small database of information on a given topic, with all of the pages sharing SEO authority between each other. This type of strategy can help retailers to increase their search rankings and industry authority while also serving to keep visitors on a site for longer, once again highlighting the importance of blogging for SEO gains.
6. Blogging Helps Generate Backlinks
While internal links matter and are essential, the most challenging part of SEO is earning quality external links.
For Google to view a website as trustworthy and authoritative, other well-respected sites have to link back to a seller’s site. While it certainly is not impossible to without a blog, it is much more difficult.
Given how challenging it can be to earn quality backlinks in the first place, retailers do not need to elevate the difficulty level unnecessarily.
When merchants take their time to research and publish valuable blog posts (possibly using tactics such as), they are putting something of worth out into the digital world.
When another authoritative website decides that such a piece is valuable to their readers, they are likely to point them to the article using a link. Additionally, the chances of one of these sites linking to a great blog post increases significantly if the site has a provable track record of publishing quality content instead of some sporadic pieces.
Therefore, when speaking to the importance of blogging for SEO, it is not only crucial for sellers to generate the best content they possibly can, but to do so on a regular basis, as this can help increase the chances of earning high-quality backlinks.
7. Blogs Can Convert Traffic into Leads
Given that blogs are fantastic for helping to drive more traffic to eCommerce websites, retailers now have the perfect opportunity to convert those visitors into leads.
Retailers can achieve this by adding a call-to-action at the end of their blogs or by employing a full-screen popup that promotes a lead magnet like a whitepaper, a free eBook or anything else that a merchant’s audience might be interested in receiving.
This is an excellent way for sellers to. Once subscribed, retailers can start sending leads personalized offers and convert them into full-blown customers.
In fact, if readers take a moment to scroll to the end of this blog, they will find a call-to-action that helps to generate leads for our business.
The bottom line here is that blogs are a powerful lead generation tool. The more leads that a business has, the more customers it can earn, the more traffic and sales the site receives. All of this serves to better a brand’s SEO outcomes.
8. Blogs Help to Boost Important Site Pages
While content clusters are a great way to spread SEO authority to other pages of a website, this is not the only way that blogs can be deployed as a means of elevating other internal pages.
For instance, some of an eCommerce site’s most important pages are its home page, category pages and product pages. While and home pages is quite common, far fewer people take the time (or even know how) to optimize category pages.
However, by utilizing blogs to link to relevant category pages within the store, sellers can work to.
Additionally, if merchants wish to take this concept to the next level, they can sit down and brainstorm the problems and solutions or advice that are tied to each product category and work to flesh out content clusters for each product category the store offers.
Using this tactic, retailers can create valuable blog content while also working to elevate critical pages within the site.
9. Blogs Help Merchants Meet Google’s E-A-T Standards
For those who are familiar with the concept of E-A-T, this is something that was introduced in.
E-A-T stands for expertise, authoritativeness, and trustworthiness.
E-A-T is important for all queries, but it is more applicable and vital to certain types of searches. This is where “Your Money or Your Life” (YMYL) pages come into play.
“Your Money or Your Life (YMYL) content is the type of information that, if presented inaccurately, untruthfully, or deceptively, could directly impact the reader’s happiness, health, safety, or financial stability.”
One of the content types that falls under the YMYL umbrella is shopping information. Therefore, it is critical for sellers to demonstrate expertise, authoritativeness and trustworthiness using their content.
This can be achieved by having an expert write the content, providing correct information and working to cultivate website authority.
This leads us to the next point on the importance of blogging for SEO.
10. Blogs Help Engender Trust
When a business can establish trust among consumers, its reputation can spread farther and faster.
One of the best ways for merchants is through consistent, high-quality blogging.
When a shopper lands on a website and sees that a company has an extensive library of content, much of which is quite valuable, it immediately becomes apparent that the site is likely not a scam or one that will provide a poor experience.
After all, it doesn’t seem logical for a business to invest that much effort into content creation and publication, only to offer their customers subpar products and a poor post-purchase experience.
Therefore, blogging can significantly enhance a visitor’s perception—and trust in—a website, thereby increasing their chances of returning for additional information or making a purchase, each of which contributes to positive SEO outcomes.
11. Blogging Elevates the Customer Experience
There are many of a site. One of which is to produce poor quality content or not have a blog at all.
These are both massive mistakes that will damage a seller’s reputation, reach, rankings and revenue.
Moreover, since SEO and the user experience are inextricably linked (this is especially true since), focusing on providing a premier user experience is critical to ranking well.
The fact is that search engines want to offer searchers unique experiences that are engaging. Blogging enables retailers to provide that kind of interaction as consumers will likely have a variety of questions when they land on a site.
Blogs are the key to answering those questions.
When a site visitor finds the answers that they are looking for, it is likely that the user experience was a positive one, thereby contributing to a site’s SEO performance.
12. Blogging Provides Long-Term Results
One of the most under-discussed benefits of blogging is that this kind of content can continue to attract new leads and customers for extended periods of time.
If retailers are working to produce evergreen content alongside more trendy or timely pieces, there is a great chance that those more enduring blogs can generate traffic for years to come.
For instance, when, HubSpot found that a staggering 90 percent of its blog leads came from “old posts,” while 75 percent of the company’s post views came from the same kind of content.
While generating new posts is certainly critical, this example goes to show that content production efforts can pay off long after a blog is initially published.
More than that, those pieces that continue to drive traffic over extended periods are likely to rank exceptionally well as they have demonstrated their value time and again.
That said, it is advisable for sellers to revisit older posts and update any antiquated information periodically.
The importance of blogging for SEO cannot be overstated. Content is the backbone of search and SEO. While it may not be the newest or most exciting strategy around, it is one that has proven to be effective in helping retailers to generate awareness, traffic, leads and sales for as long as search engines have existed.
That said, there is more content floating around today than ever before. As a result, the internet has become an extremely crowded and noisy place. Cutting through that noise can sometimes be quite challenging.
If your brand wants to ensure that its content is getting seen by relevant searchers, then reach out to.
Our team of professional SEO experts can help your brand to optimize its content and critical website pages to earn the visibility necessary to increase your company’s customer base and retail revenue.